Capturing Customers' Hearts: Leave the Competition to Chase Their Pockets

Capturing Customers' Hearts: Leave the Competition to Chase Their Pockets

Paperback

$27.00

Product Details

ISBN-13: 9780273649311
Publisher: Pearson Professional Education
Publication date: 12/22/2000
Series: FT Series
Pages: 256
Product dimensions: 6.44(w) x 9.53(h) x 0.91(d)

Read an Excerpt

PREFACE:

PREFACE

Customer service has been a crucial focus for at least 15 years now. Does this mean that we can put our feet up, say 'we've done the customer' and move onto the next big thing? Not a chance. The continued focus on customers is an imperative given the realities of the marketplace:

  • Good customer service is still the exception, even after all this time. Okay, the staff may have 'How can I help you?' on their name badges, and may have learned how to smile, but the service still stops a long way short of excellence.
  • The customers' ideas of good service have been transformed in the last 15 years. The rise of consumerism and consumer rights attests to this — our customers expect more now. Much more.
  • The opposition has not stayed still. If our relationship with our customers is to be a prime driver of differentiation, it is necessary to take a whole step further into customer satisfaction.

Survey after survey has shown that customers are deeply unhappy with service levels. When I was gathering stories to illustrate this book, it was very easy to get examples of bad customer service — but many, many people could not think of a single instance of great customer service. To make the customerrelationship the driving force behind repeat business and differentiation calls for a quantum shift. From consumer friendliness to charisma. We don't want to be nice to our customers, we want them to love us. To desire our company's products. To speak to other people about our company with awe in their voices. We need to capture their hearts.

The cynical response is, 'It's nice if you can fake it.' Butthis isn't about faking it. Capturing Customer's Hearts looks at companies where the product or the company itself generates a special reaction in the customer, something much more than brand loyalty — true affection. You will never look at your customers in the same way again.

Table of Contents

About the author xi
Preface xiii
Acknowledgements xv
a CAPTURING HEARTS 1(10)
The truth is out there
2(1)
What about quality?
3(1)
Why okay isn't good enough
3(2)
Charisma
5(1)
Take it from here
5(6)
Going the extra light year
5(1)
If it's broke, fix it
6(1)
I'm in love with my car
6(1)
They know me
6(1)
Star power
7(1)
They're people like us
7(1)
Surprise, surprise!
7(1)
Technical wizardry
8(1)
They're mine, all mine
8(1)
Cute and cuddly
8(1)
We keep in touch
9(1)
The twelfth component
9(2)
b WE'VE DONE CUSTOMERS 11(190)
We've searched for excellence
12(1)
We've put people first
12(2)
The new consumer expectation
14(1)
The rundown
15(1)
Lip service
16(1)
Sudden growth
17(7)
The gap
24(2)
Who are your customers anyway?
26(2)
Going the Extra Light Year
28(18)
Going the extra mile
28(2)
The devalued mile
30(1)
Distance can be relative
30(1)
Beware accountants
31(1)
Giving the glow
32(4)
The stupid and the difficult
36(3)
Giving people what they want
39(5)
Value for money
44(2)
If it's Broke, Fix it
46(18)
When it all goes wrong
46(1)
Making it worse
47(2)
Getting it right
49(5)
Trusting the staff
54(2)
Trusting the customer
56(3)
Knowing it all
59(1)
The positive error
60(1)
It's not our fault
61(1)
Pre-emptive fixing
62(2)
I'm in Love with My Car
64(9)
Something special
64(1)
I don't love my...
65(1)
Quirky success
65(3)
Classic design
68(2)
Products and brands
70(2)
The seeds of love
72(1)
They Know Me
73(16)
The small company factor
73(3)
The dangers of CRM
76(1)
Doing the basics
76(2)
In conversation
78(2)
Being interested
80(2)
Liking the customer
82(3)
Doing it online
85(1)
Making it real
86(3)
Star Power
89(13)
Self-promoting idiots?
89(1)
What is a star?
90(1)
Tapping the aura
91(4)
Someone up-front
95(1)
Making stars
96(2)
Recruiting stars
98(1)
Being there
99(1)
Fun and frolics
100(1)
Anyone can be a star
101(1)
They're People Like Us
102(21)
Employees are people
102(1)
Small companies win here too
103(3)
Names on badges
106(2)
A farewell to scripts
108(4)
Enthusiasts in action
112(3)
The common ground
115(1)
Worthy of trust
116(2)
Allowing individuality
118(2)
The personal touch
120(1)
People help people
121(2)
Surprise, Surprise!
123(13)
You'll never guess
123(1)
Surprise changes
124(4)
Unexpected gifts
128(1)
Surprising forgotten customers
129(1)
Creativity is sexy
130(2)
Being different
132(2)
Being fun
134(2)
Technical Wizardry
136(8)
Gee-whizzery
136(1)
The pilot syndrome
137(2)
They don't know they want it
139(1)
Technical creativity is sexy too
140(1)
Plotting cool
140(2)
Not for everyone
142(1)
Aim at teens; motivate adults
142(2)
They're mine, all mine
144(15)
Pride in ownership
144(1)
Showering shares
145(1)
Report time
146(2)
Beyond the report event horizon
148(1)
Signing up shareholders
149(1)
Asking what they want
150(3)
Putting them in control
153(2)
Special benefits
155(1)
Meet the people
156(2)
Doing it their way
158(1)
Cute and cuddly
159(9)
Hug appeal
159(1)
The mascot
160(1)
A loveable company
161(1)
Products that say 'hold me'
162(1)
The nostalgia factor
163(2)
Staff to die for
165(1)
Company at risk
166(1)
Being cute
167(1)
We keep in touch
168(23)
Keeping up the dialogue
168(1)
We listen
169(4)
We talk
173(3)
Breaking down the barriers
176(3)
Hitting the e-mail
179(5)
Web wonders
184(1)
Phone phreaks
185(4)
Opening channels
189(2)
The Twelfth Component
191(10)
Does it exist?
191(1)
USP?
192(2)
Your assets
194(1)
Your opportunities
195(3)
Finding number 12
198(3)
c CREATING CHARISMA 201(10)
Where are you now?
202(1)
Basic assessment
202(6)
Going the extra light year
202(1)
If it's broke, fix it
203(1)
I'm in love with my car
203(1)
They know me
204(1)
Star power
204(1)
They're people like us
204(1)
Surprise, surprise!
205(1)
Technical wizardry
205(1)
They're mine, all mine
205(1)
Cute and cuddly
205(2)
We keep in touch
207(1)
The twelfth component
207(1)
Recognition
208(1)
First steps
209(1)
Longer term
209(1)
Starting now
210(1)
FURTHER READING 211(3)
Wooing the customer
211(1)
Creativity
212(1)
Specialist customer care
213(1)
Trust
213(1)
Index 214

Preface

PREFACE

Customer service has been a crucial focus for at least 15 years now. Does this mean that we can put our feet up, say 'we've done the customer' and move onto the next big thing? Not a chance. The continued focus on customers is an imperative given the realities of the marketplace:

  • Good customer service is still the exception, even after all this time. Okay, the staff may have 'How can I help you?' on their name badges, and may have learned how to smile, but the service still stops a long way short of excellence.
  • The customers' ideas of good service have been transformed in the last 15 years. The rise of consumerism and consumer rights attests to this — our customers expect more now. Much more.
  • The opposition has not stayed still. If our relationship with our customers is to be a prime driver of differentiation, it is necessary to take a whole step further into customer satisfaction.

Survey after survey has shown that customers are deeply unhappy with service levels. When I was gathering stories to illustrate this book, it was very easy to get examples of bad customer service — but many, many people could not think of a single instance of great customer service. To make the customerrelationship the driving force behind repeat business and differentiation calls for a quantum shift. From consumer friendliness to charisma. We don't want to be nice to our customers, we want them to love us. To desire our company's products. To speak to other people about our company with awe in their voices. We need to capture their hearts.

The cynical response is, 'It's nice if you can fake it.'But this isn't about faking it. Capturing Customer's Hearts looks at companies where the product or the company itself generates a special reaction in the customer, something much more than brand loyalty — true affection. You will never look at your customers in the same way again.

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